Case Study

UltraViolet

Full-service digital and branding for the women's equality group.

Services

Background

Fighting for equality at a higher frequency

Since its founding in 2012, UltraViolet has become a leader in the nationwide fight for equality. Revolution Messaging established an artistic visual messaging strategy through web, social, and printed media that helped to embolden the equality movement in a matter of months.

UltraViolet now has a membership of almost 750,000. Revolution Messaging has been there every step of the way to provide social media shareables, video content, microsite build out, social media management and advertising.

UltraViolet listens and reacts to the national conversation across the whole spectrum, communicating with members in real time. This full-service focus allows UltraViolet to be a nimble player in the ever-changing landscape of public opinion and the media, leading to their continued success.

Artistically, Revolution Messaging integrates tone and aesthetic to create visual messaging that is authentic to UltraViolet. As a team, we crystallize the message and design simultaneously by selecting colors for saturation and hue or fonts for mood and readability to reflect the subject matter of each item. Be they serious, ominous, sarcastic, or upbeat, our creative decisions evolve alongside rapidly unfolding initiatives. This limber approach coupled with the group’s impeccable timing on social media and outright sass exudes an attitude that works well to steer donors, members and media toward serious conversations and successful sharing initiatives.

Whether through protest signs or grocery guides, UltraViolet and Revolution Messaging have found great success by embracing artistic freedom and creativity. This model has inspired a love for art and advancement in other equality groups, and the momentum continues to grow.

2013 Pollie Award Winner

Silver Best Infographic

UltraViolet “Free Birth Control”

1.2m

video views on YouTube.

35m

people saw UV's graphics and videos in 2015 alone.

2m

times UV members demanded action in 2015.

106k

fans on Facebook.

Outcome

UltraViolet sees big wins year after year

UltraViolet’s success is not the result of a fluke, a supposed viral marketing campaign, or a high budget corporate rollout. It is the product of a small group of people working together to thoroughly craft visual messaging for millions with a tight budget and demanding timeline.

When UltraViolet and their supporters were outraged by NFL commissioner Roger Goodell’s apathy toward domestic abuse cases, Revolution Messaging helped the public zero in on the commissioner’s failure to take domestic violence seriously. The subsequent #GoodellMustGo campaign deployed Revolution Messaging’s full arsenal, from creative graphics and video production to advertising and web development. A 15-second web clip at the campaign’s center garnered national attention as it depicted a uniformed football player tackling a standing woman without protective gear, sending a powerful message on the NFL’s domestic violence problem. The video sparked a firestorm of scrutiny and attention that led Sports Illustrated to play the ad on their website, helping to change the dominant narrative of domestic violence ahead of Super Bowl XLIX.

UltraViolet also campaigned to support pop musician Kesha’s fight to be legally released from contractual obligations with a sexually and emotionally abusive producer. Revolution Messaging encouraged the public scrutiny of Sony and Dr. Luke to help the pop star by launching a geotargeted Snapchat filter, fenced around Sony’s headquarters in Manhattan during a “Free Kesha” rally. Despite the short run time and small area, this filter resulted in almost 10,000 views and received attention on other social media platforms including Facebook and Twitter.

Marking the 40th anniversary of Roe v. Wade, Revolution Messaging produced a video with the help of comedian Lizz Winstead to highlight ongoing challenges women face as legislatures across the country ramp up restrictions on healthcare access. Up to bat once more, Lizz and the hilarious use of puppets helped us further UltraViolet’s message to the Supreme Court amidst the decision to conflate restrictions on contraceptives under the Affordable Care Act with an employer’s “personal religious freedom.”

UltraViolet’s other campaigns to leverage social pressure against malevolent actors have been met with similar success, like their push for Reebok to drop Rick Ross following his pro-date-rape lyrics, and the removal of the Komen Foundation’s CEO Karen Handel over her role in defunding Planned Parenthood.

UltraViolet has found messaging applications both online and offline. A strong social media presence has catapulted the group since its inception in 2012, and the offline work has built a grassroots network of devoted members across the country. With a membership of nearly 750,000 and a Facebook following of more than 100,000, the group has blazed a new creative trail for online nonprofits to follow.